Orbit Bikes rebrand

Challenge

Orbit Bikes started as a single shop in 2014. It now sells through four stores and a growing online catalog. The original logo was a hand-drawn wheel that looked great on a poster and poorly on a phone screen.

The team also had three different orange shades across signs, bags and the website. Customers could not tell which was the real brand.

Approach

We began with the brand promise. Orbit Bikes sells bikes that fit the rider, and the staff take time to set each one up. We built the identity around that idea of fit and care.

The new mark is a simple circle with a gap, which reads clearly at small sizes. We chose one orange, one charcoal and one warm white. We tested every pairing for contrast, so the words stay readable on signs and screens.

We wrote a short voice guide. It asks the team to speak plainly, avoid jargon and use the rider’s own words. The guide came with templates for signs, bags, email and social posts.

Result

All four stores moved to the new signage within six weeks. The brand story page now holds visitors twice as long as before. The team says the new system saves time, because most decisions are already made in the guide.

Orbit Bikes is now working on a line of rider apparel, using the same color and type rules.

The full rebrand took seven weeks, from the first interview to the final files. The team also received a short print guide for frames and stickers, so the logo stays sharp on small parts. Staff say the guide answers most questions before they reach the design team.